Interesting Facts About
The Beer Industry
HOTEL NEW YORKER FEATURES
HEINEKEN'S BEER
Beer has played a very interesting part
in the early history of America. It is a
fact that beer and ale can be traced back
to the Mayflower. The Pilgrims decided
to make for the nearest suitable landing
place because, as stated in the Jcurnal of
Voyage, "We could not now take time for
further search or consideration, our vic
tuals having been much spent, especially
our beer."
This serves to show that malt bever
ages have been in use since the birth of
this country. Actual records show that
malt beverages were brewed over 6000
years ago. Beer has been enjoyed by man
kind since the dawn of history.
As for our own country, the brewing
business was founded in Pennsylvania by
William Penn. Samuel Adams was the
son of a brewer and later went into the
business himself. As America grew and
prospered the brewing business grew and
prospered with it until it ranks thirteenth
in size in this country. This fact is estab
lished by the U. S. Department of Com
merce. The brewing industry is about
three and one half times bigger than the
entire soft drinks industry. The brewing
industry in America is really big busine.s
and one to be proud of.
Americans spend more money for beer
and ale than they do for any other
beverage except milk.
To think what this industry means to
the economy of this country, in taxes
alone, the industry ranks fourth com
pared to all other industries. It pays al
most seven hundred million dollars a
year into the Federal Treasury. For a
comparison, this amounts to more than
the initial appropriation made by the
U. S. to the Atomic Energy Commission
for the fiscal year 1951. To this figure
you have to add the corporate taxes paid
by brewers, importers, wholesalers and
retailers throughout the nation, to the
state and county and federal governments.
Beer now contributes to public rev
enues a rate of more than one half mil
lion dollars per day.
It might surprise you to learn that
about two out of every three homes in
America serve beer. There are over fifty-
seven million adults in this country who
enjoy this refreshing beverage -of this
total 40% are women and 60% are
men. Research has established that beer
is no longer the poor man's beverage,
men and women in all walks of life now
drink and enioy it.
The use of beer in the home is con
stantly on the increase. One reason for
this increase is due to the availability of
"Packaged Beer" since 1935 when the
sale of packaged beer represented about
25% of all the beer produced until 75%
of all beer produced is packaged.
People have discovered that a glass
of beer before dinner is relaxing and
helps the appetite. Then again the Euro
pean habit of drinking beer with meals
is becoming very popular with the people
of this country. It is a fact that a glass
of beer is not only refreshing but medical
authorities state that the two elements,
carbohydrates and proteins, furnish en
ergy and repair the human body. The
nutritive value of one pint of beer is
about 220 calories or approximately the
calorie equivalent of 10 fluid ounces of
milk, five ounces of lean beef or three
eggs. Dr. Howard W. Haggard, one of
the world's best known nutrition experts,
was quoted in the Congressional Record
of Sept. 13, 1950 as follows: "A food is
a substance which when eaten, supplies
the body with nourishment and with
energy for warmth and movement. Beer
satisfies this definition and is in every
sense a food." He also stated "Beer has
been found to contain as much of the
nutritional values as are found in the
common foods. This cannot be said of
any other beverage except milk. Beer is
a beverage, but like milk it is a food."
Proof of the food values of beer was
established by the British Medical Asso
ciations Journal of December 1950. For
centuries many of the poor people of
England endured hard work with no
other food than a couple of pints of beer
with bread each day. Various groups have
at times tried to suppress what they be
lieved to be the evils of drink among the
population only to find individuals falling
mysteriously ill. Why did they get sick?
Because the ban on beer removed the
only source of Vitamin B Complex.
If you think for awhile about the his
tory of beer in the U. S. and the growth
in sales of both imported and domestic
beer since the very beginning of this
country, you cannot help but realize the
tremendous potential you have as a repre
sentative for Heineken's, the largest sell
ing imported beer, in the years to come.
Not only are American spending more
money for beer than they did, but today
they have more money to spend for the
better type of beer such as Heineken's.
In order to introduce Heineken's Hol
land Beer on draught in the Lamp Post
Corner at the Hotel New Yorker in New
York City, we installed a 15' windmill
and a replica of a typical Dutch House
along with our 10' giant display bottle
in the main lobby of the hotel.
This entire display was surrounded and
offset by hundreds of tulips. The Dutch
motif was carried out in the Lamp Post
Corner itself by means of smaller wind
mills, also in operation, on the eye-level
bottle shelves of the back bar and by
wooden shoe table tents on each table.
The tent cards pointed out that Heine
ken's Holland Beer is now available on
draught.
The promotion was inaugurated on
April 15 th in order to acquaint the resi
dents and patrons of the hotel with
Heineken's Beer on draught, which is
now being served in the Lamp Post Cor
ner.
Throughout the day a Dutch Miss
dressed in a typical Holland costume,
passed out Heineken's literature and
wooden nickels in the lobby of the hotel.
She also suggested to the people that they
stop in at the Lamp Post Corner and try
a glass of Heineken's Beer. The wooden
nickels were redeemable at the bar for
5c towards a glass of Heineken's.
Mr. Jay White, the Hotel New Yorker's
Food and Beverage Manager, advised us
that the entire staff of the hotel was
pleased with the display and that the sale
of Heineken's is on the increase.
Mr, Jay WhiteFood Beverage Manager
of the Hotel New Yorker, looks over the
Heineken9s display in the lobby presided
over by a pert Dutch Miss,
